Over the past couple of years we've seen UK retailers begin to sit up and take notice of our American cousins, whose influencing trends have included Halloween, which in the UK has become increasingly more considered each year.

The adoption has been driven over a period of decades through US TV, film and social media – all depicting it as a fun family event. As a result, retailers have been able to piggyback on the event and focus on the fun aspects around dressing up and children's parties.

But another influence from the US, and perhaps one the most opportune for brands and retailers alike, is Black Friday – the day after Thanksgiving and the official start to the Christmas shopping period. Last year, UK shoppers spent a hefty £200m on Black Friday and this is expected to rise for 2013 with the help of online retail.

A switched-on e-tailer should by now have implemented some array of "lightning deal" promotions, in which limited numbers of stock are offered at a discount price and for a short period of time in the week running up to Black Friday. Shoppers can see how long is left on the clock and the percentage of the stock that has already been "claimed" – a method that plays on the growing consumer obsession with when to buy.

One adopter of Black Friday, ASDA, has rolled out an above-the-line campaign, advertising in-store-only discounts. The push, apparently driven by their US owner Walmart, proves that the trend is certainly growing in the UK, but until a British retailer properly jumps on the bandwagon, there is no certainty that it will truly take off. In order for more retailers to capitalise on it, retailers like ASDA will need to prove an increase in profits brought forward by early discounts.

Engaging the Christmas shoppers early

So how else can retailers engage with the festive shoppers early? According to Deloitte, online spending on Christmas gifts is expected to reach £11bn this year, so it's vital that brands and retailers are taking a slice of that pie.

One option is to try time-limited promotions specific to different channels, for example Facebook, mobile or straight-up online. These kinds of channel-specific and time-limited offers have the potential to drive sales and take market share. They drive word of mouth, and by making offers shareable on social media, drive awareness and reach, which in turn may encourage people to start Christmas shopping sooner and with a specific brand or retailer.

But it's also about timing. According to Mike Watkins, UK head of retailer and business insight at Nielsen: "Assuming a similar pattern to last year, more than 20% of sales for the 12 weeks of Christmas are expected in the two weeks leading up to Christmas day." This shift in buying behaviour makes it incredibly hard for retailers to judge the best time to roll out their best deals.

Shoppers face an equal dilemma. The last couple of years have been particularly startling for some shoppers, who have such a wide selection of retailers – for example M&S and John Lewis – starting their Boxing Day sales on Christmas Eve. No sooner had gifts been wrapped, but those same items were being advertised on the TV, online or in-store at a discounted price.

Finally, it's about understanding your customer. There are two types of Christmas shoppers: the risk-takers (shoppers who wait until the last minute to make their gift purchases); and the planners (risk-adverse shoppers that plan and purchase well in advance). The promotion-savvy shoppers are waiting longer to make their Christmas purchases, but while the planners may change which channels they shop through, they are unlikely to change when they buy.

America is having a growing influence on the UK retail industry. We're starting to see retailers make more of traditional US occasions like Halloween, and now the increase of discount participation as part of Black Friday. UK retailers offering sales and discounts earlier, and shoppers waiting longer to purchase is likely to be the behaviour for Christmas 2013 and 2014 – but whether this will be a permanent trend remains to be seen for 2015 and beyond.